Following a quick recap of Apple's seventh annual iTunes Festival and updates on the company's retail expansion, company executives moved on to discuss the operating system everyone is waiting for, iOS 7.

No matter how great its fingerprint sensor is or how elegant the new gold color looks when the iPhone 5S is unveiled next week, there's going to be an inevitable sense of disappointment when the lights come back on after Tim Cook's wrap-up.

But it won't be because the iPhone 5S is underwhelming or the iPhone 5C is too expensive. It'll be because we know too much.